Friday, March 16, 2018

The Average Supermarket is Stocked With Over 40,000 Items

Every business faces the problem of how to get noticed, how to get customers to listen, how to get them to believe you and how to get them to decide on doing business with you.

Some people open up shop and think business will come automatically.  That may be true for some companies, but if there are a dozen other similar businesses you must differentiate yourself, otherwise there's no reason for anyone to come to you.

In a supermarket the manufacturers are constantly competing for shelf space. But even when they get their items on the shelf, they have to get people to buy them. The average supermarket is stocked with over 40,000 items.  Yet the average family satisfies 85% of its needs from about 150 products.  That means these shoppers ignore 39,850 of the other items in the supermarket.

How do these 39,850 products survive?  Well, many of them don't.  Those that do survive have something in common.  They are able to communicate a relevant benefit using their packaging, point of sale material and marketing campaigns.

Notice it said relevant benefit, not benefits.  A person's mind has a tendency to be attracted to simple ideas rather than complicated ones.  Your relevant benefit should be reduced to its utmost simplicity, yet still be presented in an appealing way that grabs a prospects interest and motivates him or her to buy.

People don't want to remember a hundred things about you.  They just want to remember something simple and important - what you will do for them. When we are presented with a bunch of competing messages, we tend to focus only on the simple ones that we can believe and remember.
Be sure and visit my website for many new programs... 

Wednesday, January 17, 2018

Have you ever felt like you might not be cut out for sales?

You are parked behind a restaurant waiting for your appointment time.  You could be selling them anything.   Association membership, equipment, supplies, insurance, etc.  It's the hottest day of summer.  The afternoon rain shower made the humidity so thick you can cut it with a knife.

You open your car door and the steam from the blacktop makes it feel even hotter.  You walk past the dumpster and the smell practically makes you sick.  You open the back door to the kitchen and the heat hits you like a blast furnace.

The person you are going to see is standing in front of the stove.  You know he sees you, but he doesn't even make eye contact with you.  All the years you spent in school have not prepared you for the insecure feelings and humiliation you are now experiencing.

Doctors, lawyers, accountants, and just about every other profession spend years in advanced schooling learning their trade before they ever see their first client.  Your advanced schooling consisted of a short company training course teaching you how to enter orders and find information about the thousands of products you're supposed to be selling.

Click here to continue and sign up for my free 18 week sales course!

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Saturday, December 2, 2017

People Need You Right Now

Right now, at this very minute, there are people in need of your products and services.  These potential customers are going to your competitor because they don't know who you are, what you do, why they should choose you and how to find you.
The components of marketing are really simple.  However, all the new social media venues, added to the already existing choices, make the subject seem complicated.
Let's boil it down to the lowest common denominator.  The purpose of marketing is to let potential customers know, and remind existing customers, four things:
1.  Who you are.
2.  What you do.
3.  Why you.
4.  Where to find you.
Think of your marketing as "word of mouth".  Only you are in control of the words. 
Here's three marketing statements that answer the four questions: who, what, why and where?
Grocery store example:
1.  Who you are: My name is Joe Smith, owner of your local IGA Grocery Store.
2.  What you do: We have a huge selection of locally grown produce as well as a deli department with a unique selection of meats and cheeses that you won't find anywhere else. 
3.  Why you: Our highly skilled and knowledgeable meat cutters will show you how to amaze your friends and family when they eagerly show you how to prepare and serve meals that will really be impressive. Service you won't find anywhere else.
4.  Where to find you: We are located in Edmond on the SE corner of Western Ave and Memorial Road with plenty of parking.
If you were to put a similar short and precise message on the local radio station (recorded by you), in the local newspaper (with your picture), on the local television station (with you doing the commercial), on all your social media networks, in the yellow pages, on a targeted postcard mailing to all the neighborhoods surrounding your store or restaurant, what do you think would happen?  Would it work?
I can predict with 100% certainty that it will work IF it was done consistently and you lived up to your promises.
Restaurant example:
1.  Who you are: Tony Valentine, owner of T's BBQ, where award winning BBQ doesn't happen by accident. 
2.  What you do: Since opening in May 2014, starting at zero, T's BBQ has grown to cooking over 400 pounds of BBQ every day for our dine-in, carry-out and catering customers.
3.  Why you: Before opening T's BBQ I spent more than 7 years entering Kansas City BBQ competitions going from a novice to winning cash prizes and awards for my perfected recipes.  Most people would stop there, but I wanted my BBQ to be the very best.  I went on to become a Certified BBQ Judge and am now qualified to not only create my own award winning BBQ, but to judge the quality of others.
4.  Where to find you: T's BBQ is located at 108 Lakeshore Dr, Harrison, AR. Across from Lake Harrison.
My example:
1.  Who you are: Bob Oros, President and Founder of FSD Marketing, Inc.
2. What do you do: I have been helping foodservice distributors and restaurant operators increase their sales and profits since 1992.
3.  Why you: I have trained more salespeople than any other person in the history of the foodservice distribution industry.  Leveraging this experience I have created a unique sales and marketing program available only for foodservice distributors in certain geographical areas.  This program will raise $43,200 from your vendors, increase your sales immediately by 20%, give you a tool that will double your account base and show you how to present 384 new items to your current customers.  Contact me today for details.
4.  For details or visit my website.